Evaluating Thomas Cook's Marketing Mix in the Tourism Industry

This report provides a detailed analysis of the marketing mix (product, price, place, promotion) with specific reference to Thomas Cook's summer 2017 holidays to Morocco and Egypt, highlighting issues within each element. It also explores the importance of the service sector mix (people, process, physical evidence) in the travel sector, emphasizing how these elements contribute to customer satisfaction and differentiation. Furthermore, the report discusses the concept of the total tourism product, which encompasses the physical plant, service, hospitality, freedom of choice, and involvement, all contributing to the overall visitor experience. The analysis is supported by academic references, underscoring the theoretical foundations of the discussed marketing concepts. Desklib provides access to this and other solved assignments for students.

Marketing in Travel and Tourism
(TASK 3)

3.1 Marketing Mix with reference to
Thomas Cook
Marketing mix refers as the four P’s i.e. product, price,
place and promotion.
Product: Product refers as an article or body that is
manufactured or elegant for sale. The product is very
important and success of Thomas Cook as it will
depend up on the nature of products.

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Price: pricing is second element of the marketing mix.
price is all about the amount a prospect is ready to
pay for the product. In other terms, price is
determined by what a buyer is ready to pay and a
seller is ready to accept. Price of product must reflect
the budget. Thomas cook shall adopted penetration
marketing strategy to capture wider market share.
Place: in marketing mix place plays very important role.
Place is all about the how the people gets the product.
Thomas cook should be identify the right place at the
right time to promote the product for the success of
the product. Along with that online stores will be

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Promotion: promotion is all about the advertising and
marketing. Promotion refers to the total set of
activities, that communicate the product or service to
the target audience.
Thomas Cook will be launching its summer 2017
holidays promotional campaign to Morocco and
Egypt.

Issues in the product, price and place elements of the
marketing mix with reference to Thomas cook’s
summer 2017 holidays to Morocco and Egypt:
The product, price and place of the marketing mix have a number of
issues related to highlight some important marketing activities.
Issues in product : The company will be launching its summer 2017
holidays to Morocco and Egypt. Some ethical issues related to new
product development process and product decisions. The tourism
and travel industry is highly taxed industry.
Issues in price: price is the most important element of marketing mix.
Some time in service sector price of service plays a large part in
how well it sells. Competitors price is one of the main issue related
in pricing.
Issues in Place: In this company the main objective is to properly
distributed and available in a convenient location at right place at
right time. The main issues involving in place mix is availability of
product without any issue.

3.2 Importance of Service Sector Mix in
Travel Sector
The service marketing mix refers as an extended
marketing mix. The service marketing mix consists
of 3 P’s i.e people, process and physical evidence.
Many organizations do not produce a tangible
product. A service sector is a type of economic
activities i.e. intangible, that can not be stored for a
later consumption. It is consumed at the point of
sale. In today's, the role of services in the travel and
tourism sector has been increasing.

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People: people plays a important part in tourism
sectors. Many organizations are involved in to
getting their employee trained in interpersonal skills
with a focus towards customer satisfaction.
Process: process of the organization affect the
execution of the services. The process of the travel
and tourism organization will depend on the size of
the tourism organization.

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Physical evidence: The last element of service
marketing is the physical evidence. physical
evidence is the material part of any service. Physical
evidence is all about how successful a product could
be in future. The role of physical evidence are
packaging the services, facilitates the flow of the
service delivery process and provides a means for
differentiation. It is used for attract the right
segment and target customer (Pitts , Stotlar ,2007).

3.3 Concept of Total Tourism Product
Total tourism product that is a set of services which offer as in
combination. Tourism is a single industry but it is made of
different industries such as a hotel, airlines ,travel agency and etc.
They all different different sector give their services and make a
combo of product. If airline or the hotel and other activities make
a combo and introduce to consumer. Tourism product is the total
experience of the visitors. The tourism product is more than
simple attraction or accommodation. Tourism product is primarily
an expensive not a good it is the total travel experience not a
good. Total tourism product include all the necessary element of
product ans also include the luxury and status (Zikmund ,Babin,
2006).

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So, tourism product is and experience of place at a
particular time. The basics of tourism product
formulation are selling experience, which they cannot
get at home. They buy experience, which is different
from every day's job.
These are the element of the tourism product-
experienced-
The physical plant he core of any tourism product is
the physical plant: a site, natural resource, or facility
such as a waterfall, wildlife, or resort.

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Service "service" refers to the performance of specific tasks
required to meet the needs of tourists.
Hospitality Quality service, though, is still not sufficient.
Hospitality has to be good because it is an expression of welcome
by local resident to tourists arriving in their community.
Freedom of choice it refers to the necessity that the traveller has
some acceptable range of option in order for the experience to be
satisfactory (Krasnikov ,Jayachandran, 2008).
Involvement the basis for successful participation by consumer in
producing tourism product is the combination of an acceptable
physical plant, good service,hospitality and freedom of choice.